Ilaris (ACZ885, canakinumab)

2013 PR & Communications Plan

20 September 2012

This document represents proposals for discussion by Management.Strategies / Concepts / Projects described herein may need significant modifications before implementation, and no project should be considered final until it has been fully approved by the appropriate Novartis review process. Novartis will only implement programs that are fully consistent with all applicable laws and regulations as well as Novartis companies’ policies.The sales estimates described in this document are based on the impact of Marketing Activities.

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Who is with you here today

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Rute Frazao MarquesGlobal Head, Franchise Communications IHC

Helene EllisonSenior strategist

Global Chair, B-M (NY)

Deborah BurrageXXXX

Manager, B-M (London)

Sarah CornhillXXXX

Director, B-M (NY)

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Today’s agenda

2013 PR strategy built on five Ilaris PR strategic imperatives

Our strategic and creative vision to drive the Ilaris value story

• Our vision for the future

• Critical steps to take in 2013

• Ilaris programming

Orchestration for success

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Ilaris to 2014 and beyond: ensuring success through multiple launches

2012 2013 >2014

QUESTIONS ADDRESSED

(SJIA+GA) ENSURE SUCCESSFUL

LAUNCHES & UPTAKE; (AI) UNDERSTAND

MARKET

(SJIA+GA) ENSURE CONTINUED GROWTH;

(AI) ENSURE SUCCESSFUL LAUNCHES

& UPTAKE

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Our charge…

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SI5

SI4

SI3

SI1

Your strategic imperatives adapted for PR

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SI2

Emphasize unmet needs of target patient populations to reconfirm Ilaris unique value proposition

Ensure understanding of IL-1B as key driver of inflammatory conditions, linked to Novartis laser-focus on science

Expand scientific and community understanding of Ilaris efficacy and safety

Continue to identify, up-skill and harness Ilaris product and disease champions (internal and external)

Ensure market preparedness for upcoming launches

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OUR INSIGHTS

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The Ilaris 2012 media focus has been data-driven and positive

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Ilaris media coverage focused on SJIA and TRAPS data announcements highlighted at EULAR, PReS and ACR over the past year

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However, Ilaris safety questions around gouty arthritis attracted media attention in 2011

Range of articles, majority US, covered the FDA Ad Comm

55% of original articles discussed efficacy of ACZ885 in a positive light

80% of original articles discussed safety of ACZ885 in a negative light

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The media profiles of Ilaris indications/investigative indications are variable

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Despite advocacy group and pharma efforts, media coverage of individual rare diseases remains low

Source, Factiva search 12 months up to 18 Sept 2012

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In our focus area for 2012, Novartis drove coverage

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CAPS Gout and gouty arthritis

SJIA

Need to raise profile in GA

Source, Factiva search 12 months up to 18 Sept 2012

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Digital/social media driven by patient advocacy groups and pharma companies

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Caregivers are more active on social media than patients

• Rareconnect.org, CAPs Family Network

Physicians use for self education and interaction is limited

“Society could do more to help in early diagnosis/recognition for those patients who live far away from specialist centers” KOL

“Patients and parents are always looking for information…education for patients is very important” – Italian KOL

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Varied engagement and experience in Ilaris due to local access issues

History of negative safety reporting (FDA Ad comm/ misunderstanding of research strategy)

Patient population dictated by regulatory & reimbursement

Audiences unsure of target population

Rare diseases often of lower priority for media coverage

SJIA/GA data gap in 2013

Key takeaways: issues and opportunities

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IssuesIssues OpportunitiesOpportunities

Novartis must drive the value proposition and unmet needs in rare diseases to

support launches &

investigational development

Novartis must drive the value proposition and unmet needs in rare diseases to

support launches &

investigational development Potential first-in-class EU launch for GA

patients in great need, currently without treatment options

Media interest in gout already high ACZ885 will be the first IL-1 beta

medication in SJIA, providing hope for unresponsive patients/potential improved safety

Stage set by positive data coverage Social media use by patients and HCPs

currently limited, offering opportunities to own the space

PII AI data at 2013 congresses CAPS label extensions/new approvals

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Maximize success of launches in 2013 and beyond by communicating a simple story:

No matter how rare, Ilaris goes wherever the science and need leads

Our strategic vision

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Key 2013 PR objectives

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S2

SIEmphasize unmet needs of target patient populations to reconfirm Ilaris unique value propositionCharacterise GA indication patient group in the minds of payers and rheumatologists, emphasizing low numbers with exceptional pain-relief needsRaise awareness that children with SJIA urgently need new treatment options despite approved biologicEnsure preparedness to drive future disease awareness in PII indications

Ensure understanding of IL-1B as key driver of inflammatory conditions, linked to Novartis laser-focus on scienceCharacterize and communicate the role of IL-1B in target indications through

data and regulatory announcements Harness Novartis in-house science and research story to communicate

company’s ethical approach to medicine, exemplifying Ilaris

Expand scientific and community understanding of Ilaris efficacy and safetyEducate on Ilaris gold standard approach, with unique patient benefits (B-

confident registry, several years of real-life patient experience, breadth of clinical investigators with product experience)

Package material in ways that can be easily used by CPOs for their own local needs

S3

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Key 2013 PR objectives

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S5

S4Continue to identify, up-skill and harness Ilaris product and disease champions (internal and external)Support and motivate CPOs and investigators to continue Ilaris story locally (internal and external)Where appropriate, begin to identify and up-skill thought leaders in PII indications (incl. periodic fever syndromes)

Ensure market preparedness for upcoming launches Identify, prepare and roll-out communications surrounding GA and SJIA

approvals (incl. scenarios, etc.)Work with CPOs to ensure timely, on-target materials and support that meet

local needs

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Key audiences for 2013:

Media (top tier, key rheumatology trade)

Internal audiences (CPOs)

Rheumatologists

Patients/Caregivers/Advocacy groups

Payers

Financial community

Target audiences

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Key messages confirm leadership position

Update complementary messages for Ilaris individual disease areas

Novartis

Focused on patient and science to deliver better drugs where

unmet needs are greatest

Underlying disease burden

Critical need for new treatment options, as many patients continue to suffer

Ilaris

Targeting IL-1 beta, a key driver of several inflammatory conditions

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Ilaris Programming

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